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社會(huì)化營(yíng)銷績(jī)效最大化問題及其擴(kuò)展研究綜述

劉業(yè)政,  李玲菲,  姜元春

劉業(yè)政, 李玲菲, 姜元春. 社會(huì)化營(yíng)銷績(jī)效最大化問題及其擴(kuò)展研究綜述[J]. 電子與信息學(xué)報(bào), 2016, 38(9): 2130-2140. doi: 10.11999/JEIT160517
引用本文: 劉業(yè)政, 李玲菲, 姜元春. 社會(huì)化營(yíng)銷績(jī)效最大化問題及其擴(kuò)展研究綜述[J]. 電子與信息學(xué)報(bào), 2016, 38(9): 2130-2140. doi: 10.11999/JEIT160517
LIU Yezheng, LI Lingfei, JIANG Yuanchun. Review of Social Marketing Performance Maximization Problem and Its Extension[J]. Journal of Electronics & Information Technology, 2016, 38(9): 2130-2140. doi: 10.11999/JEIT160517
Citation: LIU Yezheng, LI Lingfei, JIANG Yuanchun. Review of Social Marketing Performance Maximization Problem and Its Extension[J]. Journal of Electronics & Information Technology, 2016, 38(9): 2130-2140. doi: 10.11999/JEIT160517

社會(huì)化營(yíng)銷績(jī)效最大化問題及其擴(kuò)展研究綜述

doi: 10.11999/JEIT160517 cstr: 32379.14.JEIT160517
基金項(xiàng)目: 

國(guó)家自然科學(xué)基金重大項(xiàng)目(71490725)，國(guó)家973規(guī)劃項(xiàng)目(2013CB329603)，國(guó)家自然科學(xué)基金(71371062, 91546114, 71302064,71501057)，國(guó)家科技支撐計(jì)劃項(xiàng)目(2015BAH26F00)

Review of Social Marketing Performance Maximization Problem and Its Extension

Funds: 

The Major Program of the National Natural Science Foundation of China (71490725), The National 973 Program of China (2013CB329603), The National Natural Science Foundation of China (71371062, 91546114, 71302064, 71501057),The National Key Technology Support Program (2015BAH26F00)

  • 摘要: 由于在線社交網(wǎng)絡(luò)上的信息傳播具有速度快、成本低、影響范圍大等優(yōu)勢(shì)，許多企業(yè)均試圖通過在線社交網(wǎng)絡(luò)進(jìn)行產(chǎn)品的促銷和推廣。然而，企業(yè)如何選擇種子結(jié)點(diǎn)來投放營(yíng)銷信息，使得在給定成本下覆蓋或影響最多的用戶，實(shí)現(xiàn)營(yíng)銷績(jī)效最大化是一項(xiàng)極具挑戰(zhàn)性的任務(wù)。該文通過文獻(xiàn)檢索和綜述方法，系統(tǒng)總結(jié)了社會(huì)化營(yíng)銷中的信息傳播模型，從網(wǎng)絡(luò)拓?fù)浣Y(jié)構(gòu)和用戶歷史數(shù)據(jù)、競(jìng)爭(zhēng)條件與非競(jìng)爭(zhēng)條件等不同視角總結(jié)了社會(huì)化營(yíng)銷績(jī)效最大化的有關(guān)算法，最后對(duì)社會(huì)化營(yíng)銷績(jī)效最大化問題進(jìn)行了總結(jié)與展望。
    Abstract: Many enterprises try to promote their products in online social network since information propagation in this network have several advantages such as fast transmission speed, low marketing costs, and large influence area. However, it is a challenging task for enterprises to select suitable seed nodes to publish marketing information so that marketing information can influence or cover most users under a given cost and realize performance maximization. By means of literature search and review, this paper systematically summarizes information propagation models in social marketing, introduces algorithms for social marketing performance maximization problem with respect to network topology, user historical data, compete and non-compete condition. Finally, this paper concludes an exploration of future directions of this research filed.
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  • 收稿日期:  2016-05-23
  • 修回日期:  2016-07-18
  • 刊出日期:  2016-09-19

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